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Social Marketing
Australia has some of the most progressive national social marketing campaigns in the world and this has contributed towards a marked decrease in Australia’s smoking rates (34% in 1980 down to 16.6% in 2007) (Australian Institute of Health and Welfare 2007).. In Indigenous populations however this has not translated to similar declines in smoking rates, despite studies showing a high recall of mainstream ad campaigns. Little is known why this is, although it is believed that campaigns that are more culturally relevant will have greater impact. Some of the techniques used in campaigns currently being developed:
- feature Aboriginal & Torres Strait Islander faces, voices and imagery;
- avoid negative themes; positive, inspirational and light-hearted;
- simple clear language;
- use familiar (and local) Indigenous people;
- use local language, Aboriginal words and style of talking;
- have a storytelling approach;
- use Aboriginal & Torres Strait Islander imagery and art work;
- feature true stories and real people;
- feature messages which relate to ‘here and now’; and
- harness the strong sense of family and kin.
See also
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See also:
Check out YouTube which has some social marketing video examples:
Smoking No Good Aye video from Gippsland in Victoria
Miwatj Health Aboriginal Corp anti-smoking ads
Sean Choolburra - nosmokes.com.au
